Hi, I’m
Dingyue XU
London
Summary
Trilingual marketing and communication graduate (Mandarin, English, and French) currently pursuing a Master's degree in Digital Economy at King's College London. With hands-on internship experience in fashion, luxury, and FMCG, I have supported 360° campaigns, influencer marketing, and brand storytelling across China and Europe. Passionate about brand strategy and consumer insight, I aim to contribute to global companies through a structured Management Trainee program.
Overview
4
years of professional experience
Work History
e&aShanghai
PR Assistant
07.2025 - Current
Job overview
- Spearheaded key aspects of the Fall/Winter 2025 campaign launch for Maje in Shanghai, collaborating closely with cross-functional teams to localize brand storytelling
- Coordinated 12+ KOL partnerships (incl. mid-tier and micro influencers), resulting in a total reach of over 2.6M+ and engagement exceeding 38K+ across platforms
- Drafted 8+ celebrity profiles and visual briefing decks for internal and external shooting teams, ensuring strong visual cohesion with Maje’s global image
- Managed pre-shoot preparation and on-site execution across two campaign days, facilitating real-time coordination between stylists, talents, and production crews
- Conducted strategic media research and compiled competitive benchmarking reports, enhancing client-facing presentations and post-campaign reporting
- Supported bilingual documentation, including press kits, coverage recaps, and internal PR reports for brand HQ and local teams
PepsiCoShanghai
Marketing Intern
05.2024 - 08.2024
Job overview
- Conducted market research and consumer insights analysis using SPSS, Excel, and Google Analytics.
- Collaborated with cross-functional teams for product and brand management.
- Managed KOL selection and communication, revised KOL shoot scripts, and enhanced content effectiveness.
- Analyzed campaign performance data, leading to a 12% increase in campaign effectiveness.
BlueFocus Communication GroupBeijing
Marketing Intern
04.2024 - 05.2024
Job overview
- Coordinated cross-functional teams and liaised with FMCG clients, achieving a 15% increase in client engagement.
- Presented campaign performance reports and actionable insights to clients.
RozoeReims
Marketing Assistant
09.2023 - 12.2023
Job overview
- Designed and launched the "Green Starter Kit," driving a 20% increase in website engagement.
- Negotiated with eco-friendly suppliers, reducing packaging costs by 15%.
ByteDanceHangzhou
Intern, International E-commerce Operations
08.2022 - 09.2022
Job overview
- Conducted competitive analysis and optimized product listings, increasing organic traffic by 15% and conversion rates by 10%.
- Analyzed user feedback, contributing to a 25% increase in customer satisfaction.
Education
King‘s College LondonLondon
Bachelor of Economics from Digital Economy
07.2025 - Current
NEOMA Business School
Bachelor of Business Administration from Strategic Marketing, Digital Marketing, Strategic Management, Globalization and Innovation, Supply Chain Management
12.2024
University of International Business and Economics
Bachelor of Business Administration from Business Administration, Brand Marketing, Marketing Management, Global Economics, Financial Management, Business Law
06.2023
Skills
- Market Research：Consumer behavior analysis, trend identification, and data-driven insights to support strategy and positioning
- Digital Campaign Management：Cross-platform execution (WeChat, Xiaohongshu, Instagram, TikTok); A/B testing and performance tracking
- Cross-Functional Project Leadership：Team coordination across marketing, production, and finance; deadline-driven, outcome-focused execution
- Consumer Insights Analysis：Social listening, CRM-based segmentation, and transforming data into actionable branding insights
- Content & Communication Strategy：Bilingual storytelling (CN/EN), culturally relevant narratives, and engagement-focused content planning
- Social Media Marketing：Hands-on with campaigns across Instagram, TikTok, LinkedIn, Xiaohongshu, and WeChat
- Data & Analysis Tools：SPSS, Excel, Tableau – for consumer analysis, report building, and campaign evaluation
- Creative & Digital Tools：Jianying (video editing), Canva (visual content), PowerPoint & StorIQ (digital presentation tools)
- Software Proficiency：Microsoft Office Suite (Excel, Word, PowerPoint), Notion, Trello, Slack (project & workflow management)
- Languages：Mandarin (Native), English (Fluent), French (B2–C1 Intermediate)
Technical Skills
- Data Analytics Tools: Power BI, Google Analytics, Tableau.
- Programming Languages: Python, SQL.
- Web Development: HTML, CSS, JavaScript.
- Software Proficiency: MATLAB, Microsoft Office Suite (Excel, Word, PowerPoint), ArcGIS.
- Digital Marketing Platforms: Google Ads, Meta Ads Manager, CRM tools.
- Content Creation: Video editing (Jianying), graphic design (Canva), content optimization.
Languages
Chinese (Mandarin)
First Language
English
Proficient (C2)
C2
French
Upper Intermediate (B2)
B2
References
References available upon request.
Portfolio
Campaign event planning
Timeline
PR Assistant
e&a
07.2025 - Current
King‘s College London
Bachelor of Economics from Digital Economy
07.2025 - Current
Marketing Intern
PepsiCo
05.2024 - 08.2024
Marketing Intern
BlueFocus Communication Group
04.2024 - 05.2024
Marketing Assistant
Rozoe
09.2023 - 12.2023
Intern, International E-commerce Operations
ByteDance
08.2022 - 09.2022
NEOMA Business School
Bachelor of Business Administration from Strategic Marketing, Digital Marketing, Strategic Management, Globalization and Innovation, Supply Chain Management
University of International Business and Economics
Bachelor of Business Administration from Business Administration, Brand Marketing, Marketing Management, Global Economics, Financial Management, Business Law
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